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Put together a project in 24 hours as spec work for Mad About Digital. It captures everything I love doing most. 

Part 1

Campaign

Razorpay Banner.jpg

Brief 

Celebrate Razorpay’s 8th anniversary by spotlighting the startup community’s growth alongside it. The focus is on uplifting startups, with a hero campaign and engaging content emphasizing fun, relatability, and value-driven messaging. Budget: ₹2 Lakhs.

Target Audience

Startup founders, leaders, and enthusiasts on social media.

Tone

Fun, conversational, witty,
and inspiring.

CONCEPT

In celebration of Razorpay’s 8th anniversary (and 8 years of wisdom), we’re bringing some good old-fashioned rivalry with a twist—because competition is only fun when you can laugh about it. Razorpay is taking a witty, slightly cheeky approach to celebrating the startup ecosystem. Founders from competing startups will come together to thank their rivals in a

campaign that uses wry humor and light-hearted jabs to showcase how healthy competition makes everyone stronger. It's like being forced to hug your sibling after a fight—awkward but kind of sweet.

Title

#StrongerTogether – Razorpay’s 8th Anniversary

Platforms

Twitter, Instagram, LinkedIn, Facebook, YouTube

Execution

The campaign shows fun and lighthearted moments where startup founders playfully thank their competitors.

Scripts

Script outline for videos that mixes humor, gratitude and playful rivalry to keep it light and relatable.

Part 2

Reel Sketch

Yulu Banner.jpg

Brief 

Create a fun reel with Vineeth Srinivasan to boost Yulu Bikes’ Instagram engagement. The content should highlight the brand’s eco-friendly, affordable solutions in a relatable, sketch-style format for a young audience.

Target Audience

Urban youth, 18-25.

Tone

Funny, engaging, and youthful—aligned with Vineeth’s content style.

 How That Friend Who Takes a Yulu to Work Wants Us to React

(Vineeth talking directly to the camera.)
 

Vineeth (as himself, speaking to his friend):
 

"Kya aadmi hai tu yaar, salute salute!"
 

(He starts clapping and pretending to throw a garland, with exaggerated praise.)
 

"Bangalore ki hawa sirf tu hi bacha raha hai Dilli jaisa hone se!"
 

(Cut to Vineeth acting as his friend – looking at the camera.)
 

Vineeth (as a friend):
 

(Smiling slyly, looking proud)
 

Vineeth (as himself, in awe):
 

"Tu hero hai re! Gandhi ke baad tu hi hai!"
 

(He pauses and dramatically raises his eyebrows.)
 

"Greta Thunberg se mila kya? Kya boli woh, pair padi tere!"
 

Vineeth (as friend, shrugging nonchalantly):
 

"Arre nahi nahi, bas chill yaar!"
 

(Vineeth switches back to himself, looking deep in thought.)
 

Vineeth (as himself):
 

"Kaisa lagta hai Bangalore bina traffic ke?"

"Europe jaisi sadke lagti hain kya? Bata na bata na!"
 

Vineeth (as friend, confidently):
 

"Haan bhai, sahi lagta hai ekdam. Swiftly jaata hoon!"
 

Vineeth (as himself, eager):
 

"Itna traffic beat kar ke jo time bachta hai, usme kya karta hai?"
 

(He raises his eyebrows.)
 

"Pickleball khelta hai kya?"
 

Vineeth (as himself):
 

"Bata na bata na. Kya karta hai poore din?"
 

Vineeth (as friend, smiling slyly):
 

"Arre thoda bahut idhar udhar weekends par..."
 

Vineeth (as himself):
 

"Petrol ke paise bach rahe honge... kuch treat de na!"
 

(Suddenly, Vineeth (as his friend) quickly hides a shiny new iPhone and an expensive watch in his pocket as he nervously looks around.)
 

Vineeth (as his friend, awkwardly):
 

"Nahi nahi, aisa kuch nahi hai..."
 

(He glances up, trying to act casual but clearly avoiding eye contact.)
 

Vineeth (as himself, looking at him with an exaggerated, knowing expression):
 

"Hmmm..."

 

On-Screen Text:

 

Ride Yulu. Save Time. Money and the Planet.

 

(The scene ends with Vineeth shaking his head while looking at his friend before the reel cuts out)

 

Caption: He IS better than everyone.

#Yulubike #RideYulu

Part 3

Social Posts

Nissin_Cup_Noodles_logo.png

Trending Post

The Task

Create a static post using a trending Instagram joke format, relating it to Cup Noodles. Target Gen-Z (18-24) snack lovers with a fun, self-aware, and relatable tone around snacking and vibe shifts.

Visual Concept

Chill guy character holding Chilli Superhot Cup Noodles; red eyes/face due to spice.

Post Copy

I’m just a chillli guy

Caption

Am I cooked

#Nissin #CupNoodlesIndia #VibeItUp

Chilli Guy.png
goodlife logo.jpeg

Topical Post

The Task

Create a static post for Goodlife on Women’s Day, targeting women aged 22-40. The content should be wholesome, positive, and inspiring, focusing on healthy living and milk-based product habits.

Visual Concept

An image of spilled milk on a table with a hand (adult-sized) holding a Goodlife tetra pack.

Post Copy

Look Maa, I'm still the same kid.

Caption

Thank you for always forgiving my mistakes. Happy Mother’s Day.

[Goodlife, tetra pack, mother’s day, freshness, convenience]

Milk.png
logo_swiggy_.png

VS

Zomato_Logo.png

Newspaper Ad

The Task

Conceptualize and write a text-based newspaper ad for Swiggy One that positions its offering as superior to that of Zomato Gold. The main ask is for the ad to be snappy, cheeky, and to actively call out and compare the two brands’ subscription plan.

Headline

​Gold sirf ye wala achha lagta hai. 

Subline

Get Swiggy One at ₹90 for 3 months.

Swiggy One.png

Charu Dwivedi © 2025

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